40 Questions
What is one of the difficulties in evaluating a service?
The customer lacks sufficient knowledge to appraise the service even after usage or consumption.
What is the 'customer gap' in the context of service quality?
The difference between customer expectations and perceptions.
What is the 'listening gap' in the context of service quality?
The difference between customer expectations and provider's understanding of those expectations.
What is the purpose of a 'service blueprint'?
To design and standardize a service.
What is an essential aspect of 'relationship marketing'?
Upward communication.
What is the 'service design and standard gap' in the context of service quality?
The difference between service design and performance standards.
What is a key strategy to close the 'listening gap'?
Adequate customer research orientation.
What are the traditional elements of the marketing mix?
Price, Place, Product, and Promotion.
What is the primary goal of service recovery strategies?
To improve customer satisfaction and loyalty
What is the benefit of cultivating relationships with customers during service recovery?
It improves customer satisfaction and loyalty
What type of fairness refers to the results that customers receive from complaints?
Outcome fairness
What is the purpose of encouraging and tracking complaints?
To identify and fix underlying problems
What is the benefit of offering a service guarantee?
It improves customer satisfaction and loyalty
What is the purpose of making the service 'fail-safe'?
To do it right the first time and avoid service failures
What type of fairness refers to the policies, rules, and timeliness of the complaint process?
Procedural fairness
What is the purpose of learning from lost customers?
To identify opportunities for growth and improvement
What type of customers are likely to result when the service provided is below the minimum level considered acceptable?
Dissatisfied customers
What is the dimension of service quality that is highly dependent on employees' ability to communicate their credibility?
Assurance
Which of the following sources of expected service influences both desired and predicted service expectations?
Explicit service promises
What is the term for an employee's response to a customer's needs and requests?
Adaptability
What is the term for an employee's unprompted and unsolicited actions?
Spontaneity
Which of the following factors can influence customer expectations of service?
All of the above
What is the term for an employee's response to a problem customer?
Coping
What is the fundamental characteristic of a service?
It is an intangible product
What happens when service delivery systems fail, and an employee responds to the failure?
Recovery
Which of the following industries is an example of a service industry?
Air transportation
What is the term for the service that occurs when a retail employee helps a customer find a desired item?
Customer service
What is the idea that all products and physical goods are valued for the services they provide?
Derived service
What is a characteristic of a service-based economy?
The fastest growth rates in job formation are in service industries
Which of the following companies is an example of a non-service company that sells services?
Macy's
What is the term for the service that is provided by a physical good, rather than the good itself?
Derived service
What is the idea that all businesses are ultimately service businesses?
All businesses are service businesses
What is one of the roles of the Servicescape as a Package?
To convey expectations for new customers
How does the Servicescape as a Facilitator affect the flow of activities?
It either impedes or helps the flow of activities needed to accomplish both employee and customer goals
What is one of the roles of the Servicescape as a Socializer?
To convey expected roles, behaviors, and relationships
What is the primary purpose of the Servicescape as a Differentiator?
To set the organization apart from its competitors
What theory explains the effects of the Servicescape on behavior?
Stimulus-organism-response theory
What is the 'stimulus' in the stimulus-organism-response theory?
The multidimensional environment
What is affected by the dimensions of the Servicescape?
The internal reactions of customers and employees, which then influence their behavior
What is the result of the interactions between the dimensions of the Servicescape and the internal reactions of customers and employees?
Correspondent behaviors
Study Notes
Zones of Tolerance
- Customer expectations of service quality vary across different service dimensions
- Different customers possess different zones of tolerance (narrow vs wide)
- Dimensions: reliability (narrow zone) vs empathy (wide zone)
Factors Influencing Customer Expectations
- Personal needs
- Personal service philosophy (own experience)
- Derived service expectation (others' input)
- Perceived service alternatives
- Situational factors (uncontrollable vs personnel situational factors)
- Predicted service
Service Promise
- Sources of desired service expectations:
- Explicit service promises
- Implicit service promises
- Word-of-mouth communication
- Past Experience
- Sources of adequate service expectations:
- Short-term and fluctuating factors
- Perceived service alternatives
- Situational factors
- Predicted service
Customer Perceptions of Service
- Spontaneity, adaptability, and coping: Dimensions of recovery
- Recovery: employee response to service delivery system failure
- Adaptability: employee response to customer needs and requests
- Coping: employee response to problem customers
Service Quality
- Credibility: assurance dimension of service quality dependent on employees' ability to communicate credibility and inspire trust
- Credibility is essential to inspire customers' trust and confidence in the firm
Introduction to Service
- Services are deeds, processes, and performances provided, coproduced, or correlated by one entity or person for and/or with another entity or person
- Services are intangible
- Service industries and companies include those typically classified within the service sector
- Service as a product represents a wide range of intangible product offerings that customers value in the marketplace
- Customer service is a critical aspect of the service experience
The Gap Model of Service Quality
- The Gap Model: Customer Gap, Provider Gap 1 (Listening Gap), Provider Gap 2 (Service Design and Standard Gap), Provider Gap 3 (Service Performance Gap), Provider Gap 4 (Communication Gap)
- Customer Gap: difference between customer expectations and perceptions
- Provider Gap 1: difference between customer expectations and a company's understanding of those expectations
Service Recovery Strategies
- Fix the Customer: respond quickly, provide appropriate communication, treat customers fairly, and cultivate relationships
- Fix the Underlying Problem: address the actual problem that created the poor service delivery
- Offer a Service Guarantee: pledge or assurance that a product or service will perform as promised, with reparation if not met
This quiz assesses your understanding of service quality, customer satisfaction, and zones of tolerance. It covers the concept of zones of tolerance, including reliability and empathy, and how they impact customer satisfaction.
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